In any industry, email marketing has been proven time and again to be one of the most cost-effective methods to get your message out to your audience. But, like any marketing activity, you need to follow certain guidelines and test your methods to get the best results. For example, if you’re marketing to your customer or membership base, it’s really important to demonstrate that you understand their behaviour. Let’s take a look at six ways to improve your member marketing emails.
Understand your audience
The most important part of any marketing strategy is to understand your audience and segment it accordingly. The same message won’t be appropriate for prospects as it is for existing members.
Build a profile of your members by analysing your data and use this to target prospects with similar characteristics.
When you’re dealing with any data make sure you’re clear about your responsibilities under GDPR. The Information Commissioner’s Office provides guidance for business about these regulations.
Find the best time to send
Not everyone reads emails at the same time, so test out a few different slots throughout the day to send your email and monitor results. If you have a digital sign in book for your members you can also look to see when they’re on site and, depending on your business model, perhaps send the email when they can come and ask you face to face about your new product or service.
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Beware the spam filter
Check the wording of your email to minimise any words that may trigger a spam filter. There’s no point spending loads of time segmenting your data, coming up with a fabulous message and testing key delivery times only for your email to end up in the trash.
Follow up unread emails
An unopened or unread email doesn’t necessarily mean that your member wasn’t interested; it may simply mean they were busy. So, follow up any unread emails with exactly the same message.
If you decide to send a monthly newsletter, for example, make sure you send it every month around the same time.
Send a clear message
Be clear about what you’re offering and the services you provide. Finally, always include a clear call to action.